GSI EVENT STUDY / HEMPEL SAILING WORLD CHAMPIONSHIPS AARHUS 2018
Sponsorship
Awareness Prompted Awareness To evaluate the sponsorship awareness of event participants during the championships, participants were asked to identify brands that they recognised as sponsors of the event. The most recognisable brand associated with the event was Hempel, with 95.1 per cent of event participants able to identify the brand as the title sponsor when prompted with a list of real and dummy sponsors. SAP, a main sponsor of the championships and global partner of World Sailing achieved a prompted recall amongst event participants of 69.6 per cent. Excluding Hempel as the title sponsor, brands associated with both the event and World Sailing (SAP, Zhik, Volvo) achieved higher recall scores on average compared to brands which were a partner of solely the event (Blue Water Shipping, TDC Group) or solely World Sailing (Rolex, GAC Pindar).
Sponsors by % aware (Sportcal event participants survey) Methodology Online survey Sample group Event participants: Sailors, Support Staff, Media and VIPs (499 respondents) Conducted and analysed by Sportcal
Brands not associated with the event and/or World Sailing (in red below) achieved lower awareness scores than the official partners with the exception of one, Helly Hansen, the Norwegian textiles manufacturer. The brand received a recall of 41.4 per cent amongst event participants. The brand is also distributed by official event partner, AFI Marine, the manufacturer and distributor of maritime products. Licensed stalls within the Maritime Festival sold a wide-range of Helly Hansen clothing and equipment. These factors could account for the higher recall despite Helly Hansen not being an official partner of the event.
Hempel
95.1%
SAP
69.6%
Blue Water Shipping
56.8%
Zhik
43.9%
Volvo
43.6%
Helly Hansen
41.4%
TDC Group
19.8%
Rolex
9.4%*
GAC Pindar
8.5%
Audi
7.3%
IBM
3.0%
Viasat
1.3%
PPG Industries
0.8%
Unaware of any sponsors
0.8% 0%
20%
40%
60%
80%
100%
*Rolex responses completed by Sailors and Support Staff only 84
Š and database right 2018 Sportcal Global Communications Ltd. All Rights Reserved.